RESEARCH LIBRARY

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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Heterogenous Learning and the Targeting of Marketing Communication « Research « Industry Resources « Downloads

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Version2007
Date postedNovember 30, -0001
Downloaded51 times
CategoriesResearch

Description

New product launches are often accompanied by extensive marketing communication campaigns. Firms’ allocation decisions for these marketing communication expenditures have two dimensions – across consumers and over time. This

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INDUSTRY GLOSSARY

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